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  Our Ambition

  We want everyone to enjoy our products responsibly,therefore we apply our Global Smart Drinking Goals to provide consumers with transparent informationand choice. We support the World Health Organization (“WHO”) target of reducing harmful use of alcohol by at least 10% in every country by 2025, and the ambition of the UN SDGs to strengthen the prevention of harmful use of alcohol globally.
  As a pioneer in promoting Smart Drinking, we have been collaborating with public health experts since 2016 and introducing effective initiatives and measures to fulfil our commitment. We continuously aim to improve social norms, drinking cultures and road safety in markets around the world by working closely with different stakeholders, implementing responsible marketing campaigns and educating consumers.
  
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  In South Korea

  With support from the Korea Road Traffic Authority (KoROAD), we became the first private company to introduce the ‘Ignition Interlock Device (IID)’ project to raise awareness of drunk driving prevention in South Korea. Wired to the vehicle’s ignition, IID requires drivers to provide a breath sample before starting the engine. The devices have been installed in selected trucks of our logistic fleet with educational workshops for road safety delivered to truck drivers.

  
  

  We plan to reduce accidents and fatalities caused by drunk truck drivers by installing IID and increased road safety awareness by demonstrating the effectiveness of precautionary measures. As part of our long-standing partnership with the Korea Road Traffic Authority (KoROAD) for six consecutive years, we have extended cooperation with the IID company and a logistics company to pilot the installation of IID in trucks as a precautionary measure.

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  In Vietnam

  We shared the message and spread the spirit of Enjoying a beer with global responsibility, raising awareness when drinking beer among the students at four universities. Through joining the tour, the students understood and learned about Smart Drinking, to not drink and drive, about the legal drinking age, and enjoying a beer on its way. More than 7,000 teachers and students at universities have signed and committed that they will always pioneer responsible beer consumption, not driving after drinking beer.
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  Global Smart Drinking Week

  We evolved our previous one-day campaign into a “Global Smart Drinking Week”. The immersive week aimed to raise public awareness of the dangers of drink-driving and promote smart drinking. In China, our employees joined forces with traffic police and carried out “Don’t Drink and Drive” campaigns. During the week, 2,553 volunteers participated, visiting 689 outlets to promote smart drinking and moderation. The campaigns integrated street culture with the aim to engage young people and turn the concept of zero-drink driving into an aspirational lifestyle. Our brand, Harbin Beer (“HAPI”), launched its Smart Drinking short film and revealed an exclusive Harbin no alcohol beer with brand ambassador Lay Zhang, a pop singer in China, to confront drink-driving behavior and pave the way for positive social norms among the younger generation.